Brew at Home | How-to Series | MacBeans Coffee Roasters & Tea Specialists

Introductuion

MacBeans identified a common concern among their customers: the perceived complexity of using brewing methods like the cafetiere, Aeropress, and loose leaf tea. To address this, we developed a series of 'how to' explainer videos. These videos provided clear, step-by-step instructions to simplify the brewing process and make it more accessible to everyone.

The video marketing campaign for MacBeans aimed to achieve several specific goals and objectives:

• Demystify Brewing Methods: Simplify the process of using a cafetiere, Aeropress, and loose leaf tea to alleviate customer concerns about complexity.
• Educate Customers: Provide clear, step-by-step instructions to enhance customers' brewing skills and confidence.
• Increase Engagement: Boost customer interaction with the brand by offering valuable and practical content.
• Promote Products: Highlight MacBeans' range of coffee and tea products and brewing equipment, encouraging customers to purchase and try them at home.
• Enhance Brand Loyalty: Foster a deeper connection with customers by positioning MacBeans as a helpful and knowledgeable resource in the home brewing community.

The strategy for the MacBeans video marketing campaign involved a detailed and creative process to ensure the content was both educational and engaging:

• Storyboarding: Developed comprehensive storyboards to outline each step of the brewing process, ensuring a clear and logical flow for the videos. This helped visualise the sequence of actions and key points to be highlighted.
• Visual Elements: Focused on high-quality visuals to demonstrate each step clearly. Close-up shots and clear angles were used to ensure viewers could easily follow along.
• User-Friendly Tone: Adopted a friendly and reassuring tone throughout the videos to address customer concerns about the complexity of the brewing methods.
• Engaging Presentation: Ensured the videos were visually appealing and engaging, using a mix of dynamic shots and concise editing to maintain viewer interest and attention.

The execution of the MacBeans video marketing campaign involved meticulous planning and collaboration to ensure high-quality production:

• Filming Locations: The videos were filmed in the MacBeans shop on 2 Little Belmont Street, Aberdeen.
• Equipment Used: High-definition cameras, professional lighting, and clear audio equipment were utilised to capture detailed visuals and crisp sound. This ensured that each step of the brewing process was easy to see and hear, enhancing the instructional quality of the videos.
• Key Team Members: The production team included experienced videographers, a creative director, and the owner of MacBeans, Brian Milne. Brian provided expert demonstrations and tips, ensuring the instructions were accurate and effective. The creative director oversaw the visual style and pacing of the videos.
• Production Process: The team followed a detailed production schedule, which included setting up the filming location, conducting multiple takes to capture the best angles and demonstrations, and coordinating closely to maintain a consistent look and feel across all videos.
• Post-Production: The videos underwent thorough editing to ensure a smooth and engaging viewer experience. This included adding logos, text overlays, and background music to enhance the instructional content and maintain viewer interest.